Case Studies Shouldn’t Be The Basis Of Your Social Media Program

November 29, 2009 by Chuck

We love hearing about the success stories and, to some degree, the horror stories as well. Reading, or listening about how others have won or lost is often how we learn. It’s how we decide whether or not we are going to take that same “leap.”

Case studies have been used in the communications profession for years. We’ve used them to market ourselves, and to show clients (both current and potential) what we’ve done in the past and what they might expect from their program in the future. Is there a certain amount of laziness on behalf of communications professionals in developing new and innovative ideas because of case studies? Sure, it’s easy to use the “established” template and not have to work at creating your own plan. Does it happen often? It’s hard to say as you would have a hard time getting anyone to admit that they developed a strategy strictly based off of what they had previously done for a client.

Personally, I’ve never liked case studies unless they are being used to market your company or a core competency. Unfortunately, it seems as if there is an abundance of social media programs being built off of the “established template.” We all know, and have heard plenty of stories about what companies like Comcast, Ford, Dell, H&R Block, Home Depot and Southwest Airlines (among MANY others) have done in social media. As I mentioned above, reading about these case studies are incredibly helpful for our own edification as we learn how to maneuver in this very complicated, and rapidly evolving ecosystem. What they aren’t, however, are the basis for what your social media program should look like. The reason those companies are successful is because the programs are tailored for THEIR stakeholders, not yours. Is it possible that there could be some overlap between your stakeholders and theirs? Sure, but are you really going to rely on, “if it worked for Dell, it will work for us?” Sorry, but that’s not the best excuse if something does happen to go wrong with your program.

So how do you create something of your own? We’ve talked here, and I’m sure you’ve read elsewhere about the importance of listening. Yes, yes, we know…you know your stakeholders already. I’d bet a significant sum of money that if you’re stakeholders are online, there are some things they are talking about that would surprise you. Listening isn’t enough however. So how do you create something of your own? We’ve talked here, and I’m sure you’ve read elsewhere about the importance of listening. Yes, yes, we know…you know your stakeholders already. I’d bet a significant sum of money that if you’re stakeholders are online, there are some things they are talking about that would surprise you. Listening isn’t enough however. As Ken Burbary and I mentioned in our introduction to the social analytics lifecycle post, there is an abundance of data you can utilize to create your program. My friend Adam Cohen recently echoed these same sentiments when he outlined seven inputs to a social media program. Take a look at it and you’ll realize how much data is available that would allow you to form a better social media strategy than just following a case study.

Are the Dell’s, Comcast’s and Ford’s of the world meant to be learned from? Absolutely! Does their example work for your company? How would you know unless you conducted some of the kinds of research I just listed above? Don’t take the chance…Do your research and know for sure!

Is this a problem I’ve made it up in my head?

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